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Greggs Proximity StreetTalk Campaign

                              July 2012
Campaign information



Environment



  Format



Panel Details    1500 Proximity StreetTalk sites
All panels booked in proximity to Greggs and at
                     least one other competitor




                                2 campaign bursts

                                   1,400 panels
Advertising Awareness
  Those in store were more aware of advertising as the
                               campaign progressed




PRE                                      26%

MID                                      39%

POST                                     53%
Call to Action
                    By the end of the campaign twice as many people exiting the
                                      store has purchased a breakfast meal deal




Source: Opinium Research Exit Interviews
Which have you purchased today
Brand Perceptions
                  Campaign drove perceptions of Greggs as the best retailer for
                                                              breakfast deals




                                                                                                                                      Pre   Post
                                                                                                    23%
                                                          21%                               20%
                                  19%

                                                                                                                              14%
                                                                                                                   10%




                             Offers a wide range of                                    Offers value for money   Offers a breakfast meal
                                   breakfast                                                  breakfast                   deal

Source: Opinium Research Online tracker
Please indicate which of the following breakfast or coffee retailers is best at providing
Posis combination of waves one and two
Carat
6 Jul
 th
          Manchester
            Greggs
23 Jul
  rd
             Client

         Same campaign
25 Jul
  th
           re-briefed

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Greggs street talk summary

  • 1. Greggs Proximity StreetTalk Campaign July 2012
  • 2. Campaign information Environment Format Panel Details 1500 Proximity StreetTalk sites
  • 3. All panels booked in proximity to Greggs and at least one other competitor 2 campaign bursts 1,400 panels
  • 4. Advertising Awareness Those in store were more aware of advertising as the campaign progressed PRE 26% MID 39% POST 53%
  • 5. Call to Action By the end of the campaign twice as many people exiting the store has purchased a breakfast meal deal Source: Opinium Research Exit Interviews Which have you purchased today
  • 6. Brand Perceptions Campaign drove perceptions of Greggs as the best retailer for breakfast deals Pre Post 23% 21% 20% 19% 14% 10% Offers a wide range of Offers value for money Offers a breakfast meal breakfast breakfast deal Source: Opinium Research Online tracker Please indicate which of the following breakfast or coffee retailers is best at providing Posis combination of waves one and two
  • 7. Carat 6 Jul th Manchester Greggs 23 Jul rd Client Same campaign 25 Jul th re-briefed